TikTok has around 1.9 billion monthly active users in 2026 by third-party estimates, Indonesia is its largest market, its US operations moved into a majority American-owned joint venture in January 2026, and it carries the highest engagement rate of any major platform: a median of about 2% by followers for brand accounts and roughly 3.7% for creators. This page collects the figures with their sources and gives the benchmarks that the TikTok engagement rate calculator uses. To pull the same metrics for specific creators, the Mastros TikTok extension exports creator profiles and profile videos with exact engagement rates.
TikTok by the numbers
| Metric | Figure | Source and date |
|---|---|---|
| Monthly active users | About 1.9 billion | Third-party estimates, early 2026; Statista's user count for 2025 was 1.37 billion on a different definition |
| Largest market | Indonesia, about 180 million | Statista, 2025 |
| United States | 136 million to 170 million depending on the measure | TikTok said 170 million in 2024; 2026 estimates run lower |
| Brazil | About 92 million | Statista, 2025 |
| US ownership | TikTok USDS Joint Venture, Oracle, Silver Lake and others 80.1%, ByteDance 19.9% | Closed January 22, 2026 |
| Most followed creator | Khaby Lame, about 160 million | Wikipedia's most-followed list, April 2026 |
| Next | Charli D'Amelio, then MrBeast | Statista, March 2026 |
| Active creators | Over 1 million | 2026 compilations |
| TikTok Shop merchants | About 15 million | 2026 compilations |
| Advertising revenue 2025 | About $33 billion | Third-party estimate |
| Time in app, US | About 52 to 58 minutes a day | SQ Magazine, 2026 |
TikTok publishes few figures itself. Treat every user count above as an estimate with a range, and the US figure in particular as contested.
Is TikTok growing or declining?
Growing in users and revenue, declining in engagement. User estimates rose from about 1.6 billion in 2025 to about 1.9 billion in 2026, and ad revenue grew by roughly 40%. Engagement per follower fell about 10% year over year in Socialinsider's 2026 study and about a third the year before in Rival IQ's, which is the pattern of a platform maturing: more people, more videos, less interaction per follower.
What happened to TikTok in the United States?
A 2024 law required ByteDance to divest US operations. After a brief shutdown in January 2025, a joint venture with majority US ownership closed on January 22, 2026 and the app has operated normally since. For anyone building on TikTok data in the US, the practical change is none; the platform, the app and the public web pages are the same.
TikTok engagement rate benchmarks 2026
TikTok's algorithm shows videos to people who do not follow the account, so engagement divided by followers looks high compared with Instagram and can exceed 100% on a viral video. Divide by views for a per-video read. Both are below.
| Segment | Engagement rate | Denominator | Source |
|---|---|---|---|
| All brand accounts, median | 2.01% | Followers | Quid / Rival IQ 2026, 18 industries, 150 companies each |
| All brand accounts, average | 2.60%, down 10% year over year | Followers | Socialinsider 2026, 70 million posts |
| Creator accounts, average | About 3.7% | Followers | Socialinsider 2026 |
| Per video | 3.85% in the first half of 2026, 4.20% in 2025 | Views | Socialinsider |
| Higher education | 7.36% | Followers | Rival IQ 2026 |
| Nonprofits | 3.04% | Followers | Rival IQ 2026 |
| Travel | About 3.19% | Followers | Socialinsider 2026 |
| Real estate | About 3.10% | Views-based, not comparable | Dash Social 2026 |
| Accounts under 5,000 followers | About 4.2% to 4.4% | Followers | DemandSage and PostEverywhere, 2026 |
| 50,000 to 100,000 followers | About 3.75% | Followers | PostEverywhere 350,000-account study, 2026 |
| Top creators | 12% to 18% | Followers | SocialPilot compilation, 2026 |
What counts as good: above 2% by followers beats the median brand; a sustained 5% is roughly two and a half times the median and strong at any size; a small account below 3% is underperforming its tier. Hootsuite's 2026 figure of 1.5% uses an undisclosed denominator and should not be compared with the rows above.
How does TikTok Shop compare?
TikTok Shop is the largest social-commerce channel by volume in the markets where it operates, with around 15 million merchants and a US social-commerce share that 2026 estimates put near 18%. About 58% of active users have engaged with a shopping feature by one estimate. For creators, the affiliate model pays commission on sales from tagged videos, which is why engagement rate matters more on TikTok than on any other platform: it is the number brands use to pick affiliates.
TikTok data export
TikTok shows no follower lists except your own and offers no export beyond your own data download. What you can read on the page is what you can export: comments on a video, creators from creator search, and the creator behind every video in a video search, bio emails and the views, likes, comments and shares on each video. The Mastros TikTok extension exports those to CSV, JSON or JSONL from your browser (the CSV opens in Excel and Google Sheets), which is how you check a creator's real engagement against the table above. See Best TikTok scrapers 2026.
FAQ
How many people use TikTok in 2026?
About 1.9 billion monthly by third-party estimates. TikTok does not publish a global figure.
Which country has the most TikTok users?
Indonesia, at about 180 million, then the United States and Brazil.
Who is the most followed on TikTok?
Khaby Lame, at about 160 million followers as of April 2026.
What is a good TikTok engagement rate?
Above 2% by followers beats the median brand account; 5% or more is strong. Small accounts run higher.
Is TikTok banned in the US?
No. It operates under a majority US-owned joint venture since January 2026.
Is TikTok engagement dropping?
Yes, per follower, by about 10% in 2026 according to Socialinsider, while remaining the highest of the major platforms.
Sources
Statista TikTok facts (2025 to 2026); Wikipedia's list of most-followed TikTok accounts (April 2026); Quid / Rival IQ 2026 Social Media Industry Benchmark Report; Socialinsider 2026 benchmarks; PostEverywhere and SociaVault 350,000-account study (2026); Dash Social 2026 via Apaya; SQ Magazine, SocialPilot, Charle and Resourcera compilations (2026); reporting on the TikTok USDS joint venture (January 2026). Last verified September 8, 2026.